in Competitive Intel
Why so many analyses of the competition fail, and
how web marketers can improve the process
- Главная
- Разное
- Дизайн
- Бизнес и предпринимательство
- Аналитика
- Образование
- Развлечения
- Красота и здоровье
- Финансы
- Государство
- Путешествия
- Спорт
- Недвижимость
- Армия
- Графика
- Культурология
- Еда и кулинария
- Лингвистика
- Английский язык
- Астрономия
- Алгебра
- Биология
- География
- Детские презентации
- Информатика
- История
- Литература
- Маркетинг
- Математика
- Медицина
- Менеджмент
- Музыка
- МХК
- Немецкий язык
- ОБЖ
- Обществознание
- Окружающий мир
- Педагогика
- Русский язык
- Технология
- Физика
- Философия
- Химия
- Шаблоны, картинки для презентаций
- Экология
- Экономика
- Юриспруденция
Great Failures in Competitive Intel Why so many analyses of the competition fail, and how web marketers can improve the process презентация
Содержание
- 1. Great Failures in Competitive Intel Why so many analyses of the competition fail, and how web marketers can improve the process
- 2. bit.ly/randintelfail Get the presentation:
- 3. Tragically Common, Competitive Intel Failures 4
- 4. Assuming Knowledge of the Root Cause #1
- 5. We’ve analyzed 50 of our
- 6. We think this is due
- 7. Recommended Action: Test removal of
- 8. Recommended Action: Test removal of
- 9. Observation: We saw X. A
- 10. A Process ^ more successful
- 11. Observation: We saw X. Analysis: We collected
- 12. Mistaking a few Outliers for a Representative Sample Set #2
- 13. Competing in help desk software will require a very high domain authority
- 14. Err.. Wait, maybe not.
- 15. We Bias to What We
- 16. And We Bias to Outliers Via NYTimes: Silicon Valley’s Startup Machine
- 17. Often to the Detriment of the Truth Funding only
- 18. This Isn’t the Only
- 19. A Solution ^ more holistic
- 20. Cast a Wide Net Analyze: Our four biggest competitors in the search rankings.
- 21. Cast a Wide Net Analyze:
- 22. e.g. Instead of looking exclusively at the tactics of top ranking sites…
- 23. e.g. We look at the
- 24. e.g. AND try to understand
- 25. Overinvesting in Imitation #3
- 26. Via Visual Website Optimizer Could this actually HURT conversion?
- 27. Via Visual Website Optimizer
- 28. Via Visual Website Optimizer A/B Test Results
- 29. We need to remove the security messages on our site ASAP!
- 30. We should test this.
- 31. Is this the most meaningful test
- 32. Via Kayak’s Most Interesting A/B Test vs.
- 33. Via Kayak’s Most Interesting A/B Test
- 34. Good thing we tested! Good thing
- 35. 2 Problems ^ w/ this approach
- 36. #1: We don’t know for certain why
- 37. Underinvesting in Your Own, Unique Strengths #4
- 38. What’s Our Competition Doing?
- 39. Blogging Twitter Google+ Events PR In-Person
- 40. Blogging Twitter Google+ Events PR In-Person
- 41. Blogging Twitter Google+ Events PR In-Person
- 42. A Question ^ better
- 43. Things We Can Do Better Than
- 44. Things We Can Do Better Than
- 45. Blogging Google+ Events In-Person Sales Email Retargeting
- 46. Now the 2 Questions Become…
- 47. Now the 2 Questions Become…
- 48. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/randintelfail
bit.ly/randintelfail Get the presentation:
Слайд 5
We’ve analyzed 50 of our most important search terms and found
that the top organic result almost never appears in the ads
Слайд 8
Recommended Action:
Test removal of our paid search campaigns for a subset
of keywords.
This isn’t necessarily a crazy, terrible idea.
So why do most of us know it won’t work?
Слайд 9
Observation:
We saw X.
A Flawed Competitive Intel Process
Analysis:
We collected data.
Correlation:
We validated X’s
frequency.
Recommendation:
We proposed an experiment.
Слайд 11Observation:
We saw X.
Analysis:
We collected data.
Correlation:
We validated frequency.
Recommendations:
We proposed validation methods for
each potential cause.
Hypotheses:
We brainstormed potential root causes.
Слайд 15
We Bias to What We Know
Given my background in search, I
often conflate rankings success with business success
Слайд 21
Cast a Wide Net
Analyze:
Our four biggest competitors in the search rankings.
Analyze:
A
broad range of competitors, noting correlations that predict both failure and success
Слайд 24
e.g.
AND try to understand how sites that perform poorly in search
results may be attracting traffic and leads through other channels
Слайд 28Via Visual Website Optimizer
A/B Test Results
Page without the shield icon had
400%+ CR improvement vs page with the icon.
[Note: results ARE statistically significant]
[Note: results ARE statistically significant]
Слайд 31
Is this the most meaningful test we can perform right now?
(I’m
not saying it isn’t, just that we should prioritize intelligently)
Слайд 33Via Kayak’s Most Interesting A/B Test
A/B Test Results
“So we decided to
do our own experiment about this and we actually found the opposite that when we removed the messaging, people tended to book less.”
- Vinayak Ranade, Director of Engineering for Mobile, KAYAK
- Vinayak Ranade, Director of Engineering for Mobile, KAYAK
Слайд 36#1: We don’t know for certain why or whether a tactic
worked (or if it will work for us).
#2: Copying a competitor’s strategy ensures that we lag rather than leap them.
Слайд 39Blogging
Twitter
Google+
Events
PR
In-Person Sales
Email
Social Ads
Retargeting
CRO
Outdoor
Radio
Print
Video
Instagram
Pinterest
Pinterest
Reddit
Image Search
Facebook
SEO
PPC
TV
Display
Слайд 40Blogging
Twitter
Google+
Events
PR
In-Person Sales
Email
Social Ads
Retargeting
CRO
Outdoor
Radio
Print
Video
Instagram
Pinterest
Pinterest
Reddit
Image Search
Facebook
SEO
PPC
TV
Display
Слайд 41Blogging
Twitter
Google+
Events
PR
In-Person Sales
Email
Social Ads
Retargeting
CRO
Outdoor
Radio
Print
Video
Instagram
Pinterest
Pinterest
Reddit
Image Search
Facebook
SEO
PPC
TV
Display
We Should Do These.
Слайд 43
Things We Can Do Better Than Anyone Else
Tactics That Will Reach
& Resonate With Customers
What can we do here?
Слайд 44
Things We Can Do Better Than Anyone Else
Tactics That Will Reach
& Resonate With Customers
Well, we’re unusually great at visual content…
Слайд 45Blogging
Google+
Events
In-Person Sales
Email
Retargeting
CRO
Outdoor
Radio
Print
Pinterest
Reddit
SEO
PPC
TV
Display
Twitter
PR
Social Ads
Video
Instagram
Pinterest
Image Search
Facebook
Слайд 46
Now the 2 Questions Become…
Twitter
PR
Social Ads
Video
Instagram
Pinterest
Image Search
Facebook
Which of these channels/tactics can
successfully reach our audience?
Слайд 47
Now the 2 Questions Become…
Twitter
PR
Social Ads
Video
Instagram
Pinterest
Image Search
Facebook
Who’s great at this stuff,
and what are they doing that works?
